Advertisers Launch Mass Arbitration Against Google for Billions

Advertisers have launched mass arbitration proceedings against Alphabet Inc.'s Google, seeking billions of dollars in damages over the company's online search and advertising technology practices, following federal court rulings that deemed them illegal monopolies.

The coordinated claims, expected to begin filing this week, involve a significant number of advertisers who purchased ad space through Google. Led by Chicago attorney Ashley Keller, whose firm has previously handled similar actions against companies like DoorDash and Intuit, the effort targets overcharges and harms stemming from Google's dominant market position. Keller, who is also representing Texas and other states in a related lawsuit, estimates the potential liability at $218 billion or more for search and display advertising alone, based on an economist's analysis. "Two federal judges have already adjudicated Google to be a monopolist," Keller said in an interview. "It seems sensible to seek redress."

The proceedings arise from mandatory arbitration clauses in Google's advertiser contracts, which bar class-action lawsuits and instead require disputes to be resolved through private mediation. While individual...